NIVEA MEN SCORES

Nivea Men activates at El Clasico

Challenge

Bring to life Nivea Men’s sponsorship of the Real Madrid soccer club around the club’s participation in ”El Clasico” - a match versus rival Barcelona, being held in Miami.

Insight

”Football” (soccer) fans are passionate and engaged - Real Madrid is one of the world's most popular global clubs and its visit to the U.S. offered a unique opportunity for fan engagement

The Solution

Brand Connections created a custom Nivea Men Lounge and brand experience at the multi-day “Casa Clasico” Fan Fest, immersing consumers in all things Nivea Men and, of course, Real Madrid. Activation elements included free shaves (artistic barbers shaved the iconic Real Madrid logo in fans’ hair), club-themed photo ops, soccer games, Real Madrid virtual reality experience, team swag, Nivea Men sampling, and more. We amplified the experience with on-site social media activation (live streaming, social promos, real-time content), aligning the brand with the global soccer club. Activation featured drive to store elements, and concurrent local in-store activations in Miami further showcased the Nivea Men partnership with the club and allowed the brand to engage with fans.